Brand perception
research
Understand how your organisation is really perceived
Your brand is what members, customers and your wider sector think and feel about your organisation.
We help membership organisations understand their brand through robust research, exploring awareness, reputation, trust, emotional connection and relevance. We identify how perceptions differ across audiences, where gaps exist and what can strengthen your positioning.
Whether you’re refreshing your brand, developing a new strategy or looking to reach new audiences, our research gives you the evidence to make confident decisions.
We help membership organisations
- Measure brand awareness, reputation and trust
- Understand emotional connections and value perceptions
- Compare perceptions across members, non-members and wider audiences
- Identify awareness and perception gaps
- Understand relevance and inclusivity across different audiences
- Test positioning, messaging and future brand direction
- Inform brand, marketing and communications strategy
When you might need this
- You’re reviewing or refreshing your brand
- Awareness or engagement is lower than you’d like
- You want to understand how non-members perceive you
- Your organisation or sector is changing
- You want to reach new or underrepresented audiences
- You’re developing a new strategy or vision
- You need evidence to strengthen your positioning
Featured case study
Institute of the Motor Industry (IMI)
The Institute of the Motor Industry (IMI) wanted to understand how its brand was perceived across a rapidly changing automotive sector and ensure its future direction reflected the needs of members and wider industry audiences.
Membership Matters delivered a large-scale mixed-methods programme including stakeholder workshops, a sector-wide survey generating more than 6,500 responses, focus groups and strategy sessions. The research explored awareness, reputation, trust, emotional connection, inclusivity and perceptions of IMI’s role within the sector.
The project helped the IMI to:
- Understand brand perception across the automotive sector
- Identify strengths and gaps in awareness, trust, and reputation
- Better understand different member and non-member audiences
- Inform future positioning, communications and advocacy
- Shape its long-term vision using robust sector-wide evidence
Membership Matters have enabled us to better understand the needs and behaviours of current and potential members, helping us grow membership and take a new direction when shaping the proposition and demonstrating value to members.
Sarah Whiteside-Jones
Head of membership
Why Membership Matters?
Brand research for membership organisations goes beyond measuring awareness.
We combine behavioural, attitudinal and emotional insight to understand what people think about your organisation, why they think it and how those perceptions influence engagement.
Because we specialise in membership organisations, we turn research into practical recommendations that support stronger positioning, engagement and growth.
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Identify key touchpoints and opportunities to improve the member experience.
Understand how your organisation is perceived
Want to understand what members and your wider sector really think about your organisation? We can help you uncover perception gaps, strengthen your positioning and build a brand strategy backed by evidence.
Contact us → or call us on 0345 955 5155
